Dynamic radius threshold selection

ABSTRACT

The disclosure relates to dynamically selecting a radius threshold for a device. The system identifies, based on sensor data detected by a sensor of the device, a location of the device. The system generates a feature representation for each of a plurality of features based on a query input into the device, the location of the device, and a plurality of entity locations corresponding to the query. The system accesses a data structure storing optimum radii correlated with a presence of the plurality of features and a corresponding performance metric based on network activity. The system determines the radius threshold based on the optimum radii and the plurality of features. The system identifies an eligible entity location having a distance from the device that is within the radius threshold. The system selects, for display on the device, a content item for the eligible entity location.

CROSS-REFERENCE TO RELATED APPLICATION

The present application claims priority as a continuation applicationunder 35 U.S.C. § 120 as a continuation of U.S. patent application Ser.No. 15/189,816, filed on Jun. 22, 2016 and titled “Dynamic RadiusThreshold Selection,” which is the continuation of and claims priorityto U.S. patent application Ser. No. 14/225,007, filed on Mar. 25, 2014and titled “Dynamically Determining A Search Radius To Select OnlineContent.” The contents of the foregoing applications are incorporatedherein by reference in their entireties.

BACKGROUND

Computing devices can be located a distance away from an entitylocation. Network activity associated with electronic content for theentity location can be based on the distance between the computingdevice and the entity location.

SUMMARY

The present disclosure is directed to a system to dynamically select aradius threshold for a computing device. The system can include a dataprocessing system comprising one or more processors. The data processingsystem can include an interface component, a feature generatorcomponent, a locator component and a content selector component. Theinterface component can identify, based on sensor data detected by asensor of the computing device and received via a computer network, alocation of the computing device. The feature generator component cangenerate a feature representation for each of a plurality of featuresbased on a query input into the computing device, the location of thecomputing device, and a plurality of entity locations corresponding tothe query. The feature generator component can access a data structurestoring, in a memory element, optimum radii correlated with a presenceof the plurality of features and a corresponding performance metricbased on network activity. The optimum radii generated by the dataprocessing system can be based on a feature combination resulting in acorresponding performance metric that satisfies a performance metricthreshold. The feature generator component can determine the radiusthreshold based on the optimum radii and one or more featurerepresentations of the plurality of features. The locator component canidentify an eligible entity location having a distance from thecomputing device that is within the radius threshold determined based onthe optimum radii and the one or more feature representations. Thecontent selector component can select, as a candidate for display on thecomputing device, a content item for the eligible entity location. Thecontent selector component can cause the computing device to display thecontent item responsive to the query input to the computing device.

An aspect of the present disclosure is directed to a method ofdynamically selecting a radius threshold for a computing device. Themethod can include an interface component of a data processing systemcomprising one or more processors identifying, based on sensor datadetected by a sensor of the computing device and received via a computernetwork, a location of the computing device. The method can include afeature generator component of the data processing system generating afeature representation for each of a plurality of features based on aquery input into the computing device, the location of the computingdevice, and a plurality of entity locations corresponding to the query.The method can include the feature generator component accessing a datastructure storing, in a memory element, optimum radii correlated with apresence of the plurality of features and a corresponding performancemetric based on network activity. The optimum radii can be generated bythe data processing system based on a feature combination resulting in acorresponding performance metric that satisfies a performance metricthreshold. The method can include the feature generator componentdetermining the radius threshold based on the optimum radii and one ormore feature representations of the plurality of features. The methodcan include a locator component of the data processing systemidentifying an eligible entity location having a distance from thecomputing device that is within the radius threshold determined based onthe optimum radii and the one or more feature representations. Themethod can include a content selector component of the data processingsystem selecting, as a candidate for display on the computing device, acontent item for the eligible entity location. The content selectorcomponent can cause the computing device to display the content itemresponsive to the query input to the computing device.

BRIEF DESCRIPTION OF THE DRAWINGS

The details of one or more implementations of the subject matterdescribed in this specification are set forth in the accompanyingdrawings and the description below. Other features, aspects, andadvantages of the subject matter will become apparent from thedescription, the drawings, and the claims.

FIG. 1 is an illustration of one implementation of a system to selectcontent items via a computer network.

FIG. 2 is an illustration of one implementation of operation of systemsand methods of selecting content via a computer network.

FIG. 3 is an illustration of one implementation of a method of selectingcontent via a computer network.

FIG. 4 is a block diagram illustrating a general architecture for acomputer system that may be employed to implement various elements ofthe systems and methods described herein, in accordance with animplementation.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

Systems and methods of the present disclosure relate generally toproviding content items (e.g., online documents, advertisements, text,multimedia, images, audio, etc.) associated with business locations. Thecontent items may be displayed alongside search results provided on awebpage by a search engine. A radius threshold can be dynamicallyselected for a business location based on one or more features or acombination of features. If a location of the device is within thedynamically selected radius threshold of the business location, acontent item for the business location may be eligible for display onthe device.

Systems and methods of the present disclosure can tune the radiusthreshold by extracting various features from historical search querylogs and sensor data (e.g., Global Positioning System data,accelerometer data, gyroscope data, temperature data, ambient lightdata, etc.) and correlating these features with indications of interestin the content item (e.g., a click, conversion, or a request fordirections to a business location associated with the advertisement). Amachine learning mechanism may be used to predict the likelihood ofinterest in a business location based on these features. In someimplementations, the features may include one or more of the following:

-   -   Popularity of the business location: A popularity of a business        location can be determined based on the number of searches for        the business location in a search engine or maps application, or        ratings and reviews of the business location. Traveling long        distances may be correlated with visiting more popular        locations, which may be reflected from receiving clicks from        device that are further away as compared to less popular        business locations. Thus, a larger radius threshold may be used        for popular business locations.    -   Query vertical: A query vertical for a search query of the        historical search query logs can be identified. Search queries        such as “coffee shop”, “espresso”, “latte”, “tea” may correspond        to query vertical “beverages”. Systems and methods may determine        that queries corresponding to the “beverages” query vertical        result in clicks on advertisements for business locations that        are nearby, as compared to query vertical “airports”. Therefore,        the radius threshold for “coffee shop” may be less than the        radius threshold for “San Francisco airport”.    -   Query information: Location terms in a search query can tune or        set a radius threshold. A search query containing “pizza palo        alto” may generate a radius threshold being set to Palo Alto and        nearby areas.    -   Location of the device: Average driving distances in a        geographic location can tune or set a radius threshold (e.g.,        average driving distances in the Bay area may be different than        average driving distances in New York City).    -   Activity of the device: Device activity (e.g., stationary,        walking, driving) identified using data from mobile sensors        (e.g., GPS and accelerometer) can tune or set a radius        threshold. In illustrative implementations, devices having a        device activity corresponding to “stationary” or “walking” may        be interested in business locations that are nearby or not        interested in business location that are more than a certain        distance away from the device.

In some implementations, the present disclosure facilitates showing anadvertisement for a business location that is relevant based on adistance between a device and a business location. In an illustrativeimplementation, showing a coffee shop location that is 20 miles away maynot be useful, whereas showing the location of an airport 20 miles awaymight be useful. Similarly, showing a coffee shop that is 5 miles awayto a user who is driving is more useful than showing such information toa user who is stationary or walking.

An offline machine learning process can analyze historical search querylogs to determine the optimum radii for one or more features or acombination of features. The data processing system can correlate thepresence of a feature or combination of features with the presence of aclick or other indication of interest in a content item associated witha business location. The indication of interest may be provided via adevice displaying the content item. In some implementations, theindication of interest may include a request for directions to thebusiness location corresponding to the content item. In someimplementations, the data processing system assigns a weight to thefeature or combination of features based on the correlation (e.g., ahigher or lower weight may indicate a level of correlation between thefeature combination and indications of interest).

The data processing system may also correlate the indications ofinterest with a distance between the device providing the indication andthe business location. Thus, the data processing system can determine,for a combination of features, a click through rate corresponding to adistance (or range of distances). To generate an optimum radius, thedata processing system may then identify, for a feature combination, adistance associated with a click through rate or other performancemetric above a threshold (e.g., performance metric threshold). Theradius may be an optimum radius because it is correlated with aperformance metric that satisfies a performance metric threshold. Theperformance metric threshold can be predetermined by an administer ofthe data processing system, or determined by the data processing systemto optimize a content campaign or return on investment for a contentprovider. The performance metric threshold may include a threshold basedon click through rate, conversion rate, rate of requests for directionsto a business location, predicted click through rate, cost per click,predicted cost per click, return on investment, etc.

FIG. 1 illustrates one implementation of a system 100 for selectingcontent via a computer network such as network 105. The system 100 andits components, such as a data processing system 120, may includehardware elements, such as one or more processors, logic devices, orcircuits. The network 105 can include computer networks such as theInternet, local, wide, metro, data, or other area networks, intranets,satellite networks, combinations thereof, and other communicationnetworks such as voice or data mobile telephone networks. The network105 can be used to access information resources such as web pages, websites, domain names, or uniform resource locators that can be displayedon at least one device 110, such as a laptop, desktop, tablet, personaldigital assistant, smart phone, mobile computing devices, mobiletelecommunication device, wearable computing device, or portablecomputer. In one implementation, via the network 105 a user of thedevice 110 can access web pages provided by at least one contentpublisher 115 (e.g., a web site operator). In this implementation, a webbrowser of the device 110 can access a web server of the contentpublisher 115 to retrieve a web page for display on a monitor of thedevice 110. The content publisher 115 generally includes an entity thatoperates the web page. In one implementation, the content publisher 115includes at least one web page server that communicates with the network105 to make the web page available to the device 110.

Although FIG. 1 shows a network 105 between the device(s) 110, dataprocessing system 120, content provider 125, and content publisher 115,the device(s) 110, content publisher 115, content provider 125 and dataprocessing system 120 may be on the same network 105. The network 105can be a local-area network (LAN), such as a company Intranet, ametropolitan area network (MAN), or a wide area network (WAN), such asthe Internet or the World Wide Web. In some implementations, there aremultiple networks 105 between the devices 110 and the data processingsystem 120, content provider 125, and content publisher 115. In one ofthese implementations, the network 105 may be a public network, aprivate network, or may include combinations of public and privatenetworks.

The network 105 may be any type or form of network and may include anyof the following: a point-to-point network, a broadcast network, a widearea network, a local area network, a telecommunications network, a datacommunication network, a computer network, an ATM (Asynchronous TransferMode) network, a SONET (Synchronous Optical Network) network, a SDH(Synchronous Digital Hierarchy) network, a wireless network and awireline network. In some implementations, the network 105 may include awireless link, such as an infrared channel or satellite band. Thetopology of the network 105 may include a bus, star, or ring networktopology. The network may include mobile telephone networks using anyprotocol or protocols used to communicate among mobile devices,including advanced mobile phone protocol (“AMPS”), time divisionmultiple access (“TDMA”), code-division multiple access (“CDMA”), globalsystem for mobile communication (“GSM”), general packet radio services(“GPRS”) or universal mobile telecommunications system (“UMTS”). In someimplementations, different types of data may be transmitted viadifferent protocols. In other implementations, the same types of datamay be transmitted via different protocols.

The system 100 can include at least one data processing system 120. Thedata processing system 120 can include at least one logic device such asa computing device having a processor to communicate via the network 105with the device 110, the content publisher 115, and at least one contentprovider 125. The data processing system 120 can include at least oneserver. In one implementation, the data processing system 120 caninclude a plurality of servers located in at least one data center. Insome implementations, the data processing system 120 may includemultiple, logically-grouped servers and facilitate distributed computingtechniques. In one of these implementations, the logical group ofservers may be referred to as a server farm or a machine farm. Inanother of these implementations, the servers may be geographicallydispersed. In other implementations, a machine farm may be administeredas a single entity. In still other implementations, the machine farmincludes a plurality of machine farms. The servers within each machinefarm can be heterogeneous—one or more of the servers or machines canoperate according to one type of operating system platform.

In one implementation, servers in the machine farm may be stored inhigh-density rack systems, along with associated storage systems, andlocated in an enterprise data center. In this implementation,consolidating the servers in this way may improve system manageability,data security, the physical security of the system, and systemperformance by locating servers and high performance storage systems onlocalized high performance networks. Centralizing the servers andstorage systems and coupling them with advanced system management toolsallows more efficient use of server resources.

The data processing system 120, content provider 125, content publisher115, and device 110 may be deployed or executed on any type of client orserver, or any type and form of computing device, such as a computer,network device or appliance capable of communicating on any type andform of network and performing the operations described herein.

In one implementation, the data processing system 120 includes a contentplacement system having at least one server. The data processing system120 can also include at least one interface 130, at least one featuregenerator 135, at least one content selector 140, at least one locator145, and at least one database 150. In one implementation, the dataprocessing system 120 can include a machine learning module such as alogistic regression module or decision tree module. The interface 130,feature generator 135, content selector 140, locator 145, and machinelearning module can each include at least one processing unit or otherlogic device such as programmable logic array engine, or moduleconfigured to communicate with the database 150. The interface 130,feature generator 135, content selector 140, locator 145, and machinelearning module can be separate components, a single component, or partof the data processing system 120.

In some implementations, the data processing system 120 obtainsanonymous computer network activity information associated with aplurality of devices 110. A user of a device 110 can affirmativelyauthorize the data processing system 120 to obtain network activityinformation corresponding to the user's device 110. In oneimplementation, the data processing system 120 can prompt the user ofthe device 110 for consent to obtain one or more types of networkactivity information, such as geographic location information. Theidentity of the user of the device 110 can remain anonymous and thedevice 110 may be associated with a unique identifier (e.g., a cookie).

For situations in which the systems discussed here collect personalinformation about users, or may make use of personal information, theusers may be provided with an opportunity to control whether programs orfeatures that may collect personal information (e.g., information abouta user's social network, social actions or activities, a user'spreferences, or a user's current location), or to control whether or howto receive content from the content server that may be more relevant tothe user. In addition, certain data may be treated in one or more waysbefore it is stored or used, so that certain information about the useris removed when generating parameters (e.g., demographic parameters). Inone implementation, a user's identity may be treated so that noidentifying information can be determined for the user, or a user'sgeographic location may be generalized where location information isobtained (such as to a city, ZIP code, or state level), so that aparticular location of a user cannot be determined. Thus, the user mayhave control over how information is collected about the user and usedby a content server.

In one implementation, the data processing system 120 receives contentor content items from a content provider 125, such as a commercialentity, online retailer, business, advertiser, individual or any entitythat wants to provide content for display on a device 110 via thecomputer network 105. The content or content items may include, e.g.,text, characters, symbols, images, video, audio, or multimedia content.In one implementation, a content item may include an onlineadvertisement, article, promotion, coupon, or product description.

In one implementation, the data processing system 120 parses a tablecomprising content group identifiers to compute a mapping to acommercial entity identifier. In one implementation, the data processingsystem 120 may filter the content group identifiers based on whether thecontent provider 125 opted in for the systems and methods disclosedherein. The data processing system 120 then queries a content selectiondata structure extension table with the commercial entity ID to obtainthe location extension which contains, e.g., latitude and longitudepairs for the commercial entity's store locations. In oneimplementation, the data processing system can employ distributedcomputing on clusters of computers using libraries or programming forprocessing large data sets.

In some implementations, the data processing system 120 includes aninterface 130 designed and constructed to receive the request forcontent. The interface 130 may be configured to receive a request forcontent via network 105. The interface 130 can convey informationbetween one or more components of the data processing system or network105. The interface 130 can be configured to communicate withapplications executing on a content provider device 125, contentpublisher device 115, or device 110. In some implementations, theinterface 130 may be configured to convey information via an ApplicationProgram Interface (“API”). In some implementations, an applicationexecuting on a mobile device may communicate with data processing system120 via an API configured to communicate with the interface 130.

In some implementations, the data processing system 120 includes acontent selector 140 designed and constructed to select a content itembased on a search query input via device 110. The data processing system120 may parse, analyze, match, or otherwise process one or more searchterms of the search query to identify one or more candidate contentitems associated with the search query. In illustrative implementations,the data processing system 120 may receive a search query comprising theterm “pizza”. The data processing system 120 may then parse a datastructure to identify content items related to pizza, such asadvertisements or coupons for pizza restaurants. These content items maybe provided by one or more content providers 125. In someimplementations, the data processing system 120 may select one or morecontent items to provide for display on the device based on, e.g., anonline auction, advertisement score, keyword score, location, or othercriteria.

The data processing system 120 may provide the content item to the webpage for display in response to receiving a request for content from acomputing device such as, e.g., device 110. In some implementations, thedata processing system 120 receives the request via an applicationexecuting on the device 110. In some implementations, a mobileapplication executing on a mobile device (e.g., smart phone or tablet)may make a request for content. In some implementations, a web page mayrequest content from the data processing system 120 responsive to a userof a device 110 visiting the web page. In some implementations, the dataprocessing system 120 may receive a request for content via a searchengine and responsive to a user of a device 110 entering a search query.

In the illustration shown in FIG. 2 , the data processing system 120 canreceive a search query for “coffee shops” via a device 110. The searchquery may be input into a search engine accessed via the device 110. Thedata processing system 120 can receive a request for a content item fordisplay on the device 110. The data processing system 120 may furtherreceive information related to the search query (e.g., keywords, terms,topics) or the search query itself. In some implementations, the requestfor content items may be a request for content items that are providedfor display on a device alongside search results. In someimplementations, the request for content items may be a request forcontent items that are to be displayed on a web page of a web publisher.

In some implementations, the request for content includes informationthat can facilitate content selection. In some implementations, the dataprocessing system 120 may request information from the device 110 tofacilitate identifying content or selecting content. The data processingsystem 120 may request or obtain information responsive to receiving arequest for content from the device 110. The information may includeinformation about displaying the content on the device 110 (e.g., acontent slot size or position) or available resources of device 110 todisplay or otherwise manipulate the content.

In some implementations, the interface 130 receives informationassociated with a search query which was input into a device. Theinformation may include keywords, terms, concepts of the search query,or the search query itself. In some implementations, the interface 130receives the information related to the search query via network 105.

The data processing system 120, using the information related to thesearch query, can identify candidate content items that may bepotentially shown. In some implementations, the data processing system120 can use information associated with the device 110 to selectcandidate content items. The data processing system 120 can furtheridentify business locations associated with each of the candidatecontent items. In this illustration, the business locations can includeCoffee Shop 1 located at 100 Main St., Coffee Shop 2 located at 201 MainSt., Coffee Shop 3 located at 300 Main St., and Coffee Shop 4 located at401 Main St. In some implementations, a different content item can beassociated with each coffee shop. In some implementations, a singlecontent item may be associated with multiple business locations (e.g., acoffee shop chain having more than business location).

Responsive to a request for content from a web page operator 115 (e.g.,a search engine provider), the data processing system 120 provides acontent item for display (or other presentation) with a web page on adevice 110. A user of the device 110 may view the content item (e.g., animpression) or may click on or select the content item (e.g., a click).In one implementation, an indication of interest in the content item mayinclude a click, selection, mouse over, finger gesture, shake motion,voice command, tap, or another indication that indicates interest in thecontent item. In some implementations, the indication of userinteraction may include the user using the content item (e.g., a coupon)to make a purchase at a redemption location.

In some implementations, the data processing system 120 includes alocator 145 designed and constructed to receive or determine locationdata of or associated with the device 110. In some implementations, thelocator 145 receives geo-location data points associated with a device110. The data processing system can receive the data points via acomputer network 105 via a TCP/IP protocol, cell phone data network, oranother communication protocol of computer network 105. The data pointscan include location information, or the data processing system 120 candetermine the location information associated with a received data pointupon receiving the data point from the device 110. The data processingsystem 120 can also receive an identifier associated with the datapoint, such as a unique device identifier, or a username associated withan application executing on the device 110. In one implementation, anapplication executing on the device 110 (e.g., a mobile application, amobile operating system, a web browser, a map application, etc.) cantransmit the geo-location data point that includes the locationinformation. In one implementation, a mobile device 110 may periodicallyping the data processing system 120 or other intermediate system toprovide location or time information. In one implementation, asmartphone or other cellular enabled device 110 can ping a cell phonetower system, which may then provide location or time information to thedata processing system 120.

To identify a location of the device 110, in some implementations, thedata processing system 120 may request location or sensor data from thedevice 110. In some implementations, the data processing may obtain adevice 110 identifier to query a third party for location, such as acarrier or service provider associated with device 110 (e.g., a cellphone service provider or internet service provider). In someimplementations, a device 110 may display a prompt or other notificationresponsive to the request for this information, to which a user of thedevice may grant or deny the request for information. In someimplementations, the device 110 can be configured to provide thisinformation to the data processing system (e.g., push location or sensordata, ping the data processing system 120, etc.). The location or sensordata may correspond to location or sensor information at or about thetime of the request for content. In the illustration shown in FIG. 2 ,the data processing system 120 may determine that the device is locatedin New York City. The data processing system 120 may further receivesensor data (e.g., accelerometer data, motion data, gyroscope data) anddetermine whether the device is stationary, walking, driving, on publictransportation, etc. In this illustration, the data processing system120 may determine that the sensor data corresponds to a device activityof “walking”.

The data processing system 120 can receive geo-location information,data points or pings responsive to search queries entered into a searchengine or other input dialog box via the device 110. In someimplementations, the data processing system 120 can receive or determinegeo-location information responsive to a request from a contentpublisher 115 or other web site operator. In some implementations, thedata processing system determines the geo-graphic location in real time,or a predetermined time interval such as a periodic basis (e.g., 10minutes, 5 minutes, 1 minute, 30 seconds, or another period that canfacilitate the systems and methods disclosed herein). In oneimplementation, the device 110 pushes the data points to the dataprocessing system 120 in real-time, periodic basis, or in a batchprocess. In one implementation, the device 110 that clicked on thecontent item is different than the device 110 that provides the datapoints (e.g., a user may use a desktop or laptop computer to click onthe content item, and use a mobile device or smart phone to provide datapoints). In another implementation, the device 110 used to click on thecontent item is the same as the device 110 used to generate, provide ortransmit the data points.

The data points may include, or the data processing system 120 maydetermine, geographic location information of the geo-location datapoint based on, e.g., GPS, WI-FI, IP address, BLUETOOTH (e.g., awireless technology standard for exchanging data over short distancesusing short-wavelength UHF radio waves from about 2.4 GHz to about 2.5GHz, standardized as IEEE 802.15.1), near field communication (“NFC”),or cell tower triangulation techniques. In some implementations, thedata processing system 120 may determine a latitude and longitudecoordinate and identify a larger geographic area or cell comprising thelatitude and longitude coordinate. The geographic location maycorrespond to a latitude or longitude coordinate, or the geographiclocation may correspond to a larger or smaller area, in someimplementations.

In some implementations, the received data points may include, or thedata processing 120 may determine, geographic location informationincluding, e.g., latitude and longitude coordinates, geographicinformation system (“GIS”) information, country, state, city, county,town, or precinct. The data processing system 120 may receive orotherwise identify geographic location information associated with thedevice 110 via an application programming interface (“API”) that canprovide scripted access to geographic location information associatedwith the device 110. In one implementation, the geographic APIspecification may include a specification associated with the WORLD WIDEWEB CONSORTIUM (“W3C”). In one implementation, a user of a device 110proactively declares a location by checking-in to a location orotherwise declaring to an application executing on the device 110 or tothe data processing system that the user is at a location.

In some implementations, the geographic location of the device 110 canbe determined via at least one of a global positioning system (“GPS”),cell tower triangulation, or WI-FI hotspots (wireless local area networkbased on a wireless standard such as IEEE 802.11). In someimplementation, the data processing system 120 can identify or determinethe technique used to determine a geographic location in order todetermine an accuracy of the determined geo-location data point (e.g.,GPS-based location information may be more accurate than IP-basedlocation information). The data processing system 120 can also determinegeographic location information based on an interaction with aninformation resource. In some implementations, the device 110 mayinclude a global positioning system (“GPS”). In some implementations thedata processing system 120 may determine a geographic location based onan internet protocol (“IP”) address. In one implementation, the device110 may include a GPS sensor or antenna and be configured to determine aGPS location of the device 110. The data processing system 120 can alsodetermine the geographic location by using information obtained from oneor more cell towers to triangulate the location of the device 110. Inone implementation, the geographic location determined based oninformation received from one cell tower, two cell towers or three celltowers may be sufficient for content selection. In some implementations,WI-FI hotpots may facilitate determining a geographic location becauseWI-FI hotspots may be stationary and can be used as a landmark. In oneimplementation, the relation of a device 110 with respect to a WI-FIhotspot can facilitate determining a geographic location of the device110.

In some implementations, the data processing system 120 includes afeature generator 135 designed and constructed to identify, determine orgenerate a feature representation (or feature value) for one or morefeatures. A feature can denote a piece of information that facilitatessystems and methods of selecting content, such as a distinguishingcharacteristic or attribute associated with the request for content orother data associated with the request for content.

To identify feature representations or values, the feature generator 135can evaluate one or more of location data, sensor data, informationrelated to a search query, and business locations of the content itemsselected by the content selector 140. The feature generator 135 mayidentify feature representations (e.g., feature values, featureindications, feature identifiers) for one or more features or for eachfeature in a predetermined list of features including, e.g., businesslocation popularity, search query vertical, query data, device location,source of device location, or device activity. Feature representationsmay be represented as a value, numerical value, score, weight,percentage, text, symbol, grade, letter grade, color, character or otherindicator that can represent a feature value of a feature of thepredetermined list of features. In some implementations, a featurerepresentation or value may include a null value (e.g., insufficient ornon-existent data to identify a feature representation).

In some implementations, the feature generator 135 evaluates informationrelated to a search query to generate a feature value for feature“search query vertical”. The feature generator 135 can evaluate thesearch query itself or keywords, terms, concepts, topics, verticalsassociated therewith to determine the feature value. In illustrativeimplementations, the information related to a search query may includethe search query “best brick oven pizza”. The feature generator 135 mayparse, analyze, or otherwise process the search query to identify asearch query vertical such as “restaurants” or “food”. The featuregenerator 135 may employ a clustering process to identify the searchquery vertical, or may perform a lookup in a database having one or moreterms of the search query to identify a search query vertical.

In the illustration shown in FIG. 2 , the data processing system 120,upon receiving, obtaining or determining this information, identifiesfeature values for the following predetermined list of features: F1)query vertical, F2) location, F3) activity, and F4) popularity. As shownin FIG. 2 , the data processing system 120 can determine that a featurevalue for a query vertical feature F1 is “beverages”. The dataprocessing system 120 can make this determination based on the receivedinformation related to the search query, such as keywords, terms orconcepts of the search query. In some implementations, the dataprocessing system 120 can use a semantic analysis (e.g., statisticalsemantic analysis, probabilistic latent semantic analysis, or conceptualclustering) to identify a query vertical using information related tothe search query.

In some implementations, the feature generator 135 can evaluate theinformation related to the query to determine a feature value forfeature “query information”. In some implementations, this feature mayrepresent location terms associated with the query. In an illustrativeimplementation, a search query may include “pizza palo alto”. In thisillustration, the feature value for feature “query information” may be alocation “palo alto”. The data processing system 120 may use thisfeature value to identify a radius threshold of “palo alto and nearbyareas”.

In some implementations, the feature generator 135 can evaluate locationdata to identify a feature value for a device location feature. Thefeature generator 135 may obtain information from or employ the locator145 to determine this feature value. The location of the device locationmay be indicative of how far a user may be willing to travel to abusiness location. In illustrative implementations, a user in a city orurban location may be willing to travel a shorter distance for a coffeeshop as compared to a user in a rural or suburban location.

In the illustration shown in FIG. 2 , the data processing system 120 candetermine a feature value for the location feature F2 based on locationdata received or obtained corresponding to the device 120. The locationmay be identified using location data such as GPS information, timinginformation, cell phone triangulation information, beacon data, wirelessrouter data, IP address, etc. In some implementations, the dataprocessing system 120 may identify a location as a geographic area,region, tile, or latitude longitude coordinate. In this illustration,the feature value for feature F2 location may include “New York City”,“New York”, “Northeast”, “urban”, etc.

In some implementations, the feature generator 135 can evaluate a sourceof the device location to determine a feature value. The source mayrefer to a technique used by the data processing system 120 to determinea device location, or the source may refer to an entity, module orsensor that provided location data to the data processing system 120. Insome implementations, the location of the device can be determined basedon location data or sensor data obtained from the device. The locationof the device may also be determined based on information provided bythe user of the device (e.g., a location indicated via searchpreferences, historical query information, IP address, online profile,social network profile, etc.). In some implementations, the dataprocessing system 120 may select different threshold radii based on thesource of the location data (e.g., the quality of the location data orhow the location was determined). Feature values may include, e.g., GPS,IP, user indication, or search query.

In some implementations, the feature generator 135 can evaluate sensordata associated with the device to generate a feature value based ondevice activity. The sensor data may include data from sensors of thedevice 110. The sensor data may include, e.g., accelerometer data,gyroscope data, temperature data, ambient light data, ambient noisedata, or battery data. In some implementations, the feature value mayindicate that a device is stationary, walking, driving, in a train, etc.In some implementations, the feature value may be a binary value, suchas 0 or 1, walking or not walking, yes or no, light or dark, loud orquiet, fast or slow, hot or cold, etc. In some implementations, thefeature value may be more granular, such as an approximate speed (e.g.,less than 3 miles power hour, between 3 miles power hour and 7 milespower hour, greater than 10 miles power hour, etc.). The featuregenerator 135 may analyze sensor data over a time interval to determinethe device activity feature value. In some implementations, the featuregenerator 135 may combine location information with sensor data todetermine whether a user is walking or not walking. The data processingsystem 120 may compare a first location ping with a second location pingto determine that a distance and time interval between the two locationpings corresponds to stationary, walking or driving.

In the illustration shown in FIG. 2 , the data processing system 120determines a feature value for a device activity feature F3. The dataprocessing system 120 may process sensor data such as accelerometer datato determine that a device is moving at a velocity or speedcorresponding to being stationary or walking. In some implementations,the data processing system 120 may determine, based on the sensor data,that the motion of the device corresponds to driving (or otherwisetraveling in a vehicle or train).

In some implementations, the feature generator 135 can evaluateinformation related to a business location to generate a feature value.The feature value may be for a popularity of a business location. Thepopularity of a business location may be determined using informationassociated with historical search query logs or other informationaccessible via one or more databases accessible via network 105. In someimplementations, the feature generator 135 can determine the popularityof each business location associated with the content items initiallyidentified by the content selector 140 using information related to thesearch query.

In the illustration shown in FIG. 2 , the data processing system 120 candetermine feature values for a popularity feature F4 of a businesslocation. The popularity of a business location can be based onhistorical search query logs, user reviews, ratings, revenue, size,social network information, news websites or other online documents orinformation accessible by data processing system 120 via network 105. Insome implementations, the data processing system 120 may processhistorical search query logs to determine the number of searchesperformed in a search engine for a business location (e.g., “Coffee Shop1 in New York City”, “Coffee Shop 1 near Main Street”, or “Coffee Shop1”). In some implementations, the data processing system 120 may furtherdetermine the popularity of a business location based on receivedindications of interest in content items of the business location. Areceived indication of interest may include, e.g., a click, selection,gesture, motion, shake, audible command, conversion, or other activityindicative of interest or an activity desired by a content provider.

In some implementations, an indication of interest may include receivinga request for directions to a business location. A search query, such as“coffee shop 1 near main st” may result in a content item for CoffeeShop 1 at 100 Main Street being displayed in device 110. Subsequent tothe display of the content item on the device 110, the data processingsystem 120 may receive a request for directions to the Coffee Shop 1 at100 Main Street.

A popularity may be determined based on a number of indications ofinterest, types of indications of interest (e.g., certain types ofindication of interest may be weighted more heavily than other types,such as a request for directions may be given a higher weight than justa click or selection without a conversion), a number of indications ofinterest in a time interval (e.g., 12 hours, 1 day, 3 days, 7 days, 30days, 60 days, or 90 days), or a performance metric such as clickthrough rate or conversion rate.

In some implementations, the data processing system 120 can determine apopularity of a business location based on a number of searches for thebusiness location using a search engine or maps application (e.g.,number of searches in a time interval or all time). In someimplementations, the data processing system 120 determines a popularityof a business locations based on online ratings provided via crowdsourcing or other online website, or reviews or ratings provided byusers of a social network. In some implementations, the data processingsystem 120 may parse user reviews to determine a popularity of abusiness location (e.g., by identifying positive and negative reviewsbased on positive and negative keywords associated with a businesslocation). The popularity feature value may be a numerical score, lettergrade or any other indication of popularity.

The feature value for the popularity feature F4 may include numericalvalues, symbols, colors, characters, percentages, or other indicationthat represents a popularity of a business location. In the illustrationshown in FIG. 2 , the popularity of each coffee shop business locationis determined based on online reviews of the coffee shop as follows:Coffee Shop 1's popularity feature value is 1 star; Coffee Shop 2'spopularity feature value is 2 star; Coffee Shop 3's popularity featurevalue is 3 star; and Coffee Shop 4's popularity feature value is 1 star.

Upon identifying the features, the feature generator 135 may access adata structure storing, in a memory element, optimum radii based on acombination of feature values. The data structure may be stored indatabase 150. The data structure may store an optimum radius for eachfeature or each unique combination of features. In some implementations,the data structure may be represented as a table with columns and rowsas illustrated in Table 1 below:

TABLE 1 Illustrative optimum radii corresponding to feature combinationsFeature Combination Optimum Radii {F1_beverages, F2_New_York_City, R1F3_Walking, F4_1_star} {F1_beverages, F2_New_York_City, R2 F3_Walking,F4_2_star} {F1_beverages, F2_New_York_City, R3 F3_Walking, F4_3_star}{F1_beverages, F2_New_York_City, R4 F3_Walking, F4_4_star}

In the illustration shown in FIG. 2 , the data processing system 120 cangenerate, determine, perform a lookup in a data structure storingoptimum radii or otherwise identify a radius threshold based on one ormore features or the combination of features F1, F2, F3, and F4associated with the request for a content item. The data structure maystore an optimum radius for each feature value combination as follows:optimum radius of R1 for feature value combination {F1_beverages,F2_New_York_City, F3_Walking, F4_1_star}; optimum radius of R2 forfeature value combination {F1_beverages, F2_New_York_City, F3_Walking,F4_2_star}; optimum radius of R3 for feature value combination{F1_beverages, F2_New_York_City, F3_Walking, F4_3_star}; and optimumradius of R4 for feature value combination {F1_beverages,F2_New_York_City, F3_Walking, F4_4_star}. Optimum radii may vary frombased on the granularity of the location information, and may range fromabout 100 feet to about 100 miles, or be based on geographic areas orterritories such as a city, town, county, or state. In an illustrativeimplementation, if the optimum radius is a city, the data processingsystem may determine whether a device is in the identified state todetermine whether a content item associated with the business locationis eligible for display.

In some implementations, the data processing system 120 can determine aradius threshold based on the combination of feature values byperforming a lookup in a data structure storing this information. In theillustrations shown in Table 1, each feature combination may include anindividual radius threshold, such as R1, R2, R3 and R4. The radiusthresholds may be similar or different from each other.

The data processing system 120 can set, apply, select or otherwise use aradius threshold using the identified optimum radii. In someimplementations, the data processing system 120 can set a differentradius threshold for each of the business location based on theidentified optimum radius corresponding to the feature combination ofthat business location. In some implementations, the data processingsystem 120 may determine an average radius threshold based on theidentified optimum radii. In some implementations, the data processingsystem 120 may identify a plurality of business locations correspondingto a single chain business, and determine an optimum radius using anaverage of the optimum radii of the plurality of business locations ofthe single chain business.

Upon determining a radius threshold, the data processing system 120 canfilter the candidate content items based on the radius threshold(s) toidentify eligible content items. The data processing system 120 (e.g.,via a locator 145) can use the radius threshold to identify eligiblebusiness locations having an associated distance from the device lessthan the radius threshold. The locator 145 may determine a distancevalue between the device 110 and one or more business location of thecontent items initially identified by content selector 140. The locator145 may then compare some or all of these distance values with theradius threshold to identify business locations falling within theradius threshold.

In the illustration shown in FIG. 2 , the data processing system 120 maydetermine, using location data of the device, a distance between thedevice 110 and the business location as follows: a distance value of D1between the device 110 and Coffee Shop 1; a distance value of D2 betweenthe device 110 and Coffee Shop 2; a distance value of D3 between thedevice 110 and Coffee Shop 3; and a distance value of D4 between thedevice 110 and Coffee Shop 4. The data processing system 120 may thenidentify an eligible business location having an associated distancevalue less than or equal to the radius threshold. In the illustrationshown in FIG. 2 , the data processing system may determine that D2≤R2and D4≤R4, whereas D1≥R1 and D3≥R3.

If the data processing system 120 determines that a business location iseligible based on the associated distance being less than or less thanor equal to a radius threshold, then the data processing system 120 canselect a content item (e.g., advertisement or other online document ortext) having the business location as a candidate content item forpresentation to the device 110. Thus, in the illustration shown in FIG.2 , content items for Coffee Shop 2 and Coffee Shop 4 may be eligible,while content items for Coffee Shop 1 and Coffee Shop 3 may not beeligible. In some implementations, the candidate content item can bedisplayed on the device 110. In some implementations, the candidatecontent item can be provided to an online content item auction forfurther processing and selection.

In the illustrative implementation shown in FIG. 2 , the data processingsystem may determine that Coffee Shops 1 and 4 satisfy a correspondingradius threshold, while Coffee Shops 1 and 3 do not. Coffee Shop 1 maysatisfy the radius threshold even though it is the least popular becauseit is the closest to the device. Coffee Shop 4 may satisfy the radiusthreshold even though it is the furthest from the device because it isthe most popular business location. Coffee Shops 2 and 3 may not satisfytheir respective radius thresholds because of their popularity anddistance from the device 110.

In some implementations, the data processing system 120 accesses thedatabase storing the optimum radii via network 105. In someimplementations, the data processing system 120 generates, maintains orupdates the database storing the optimum radii. In some implementations,the data processing system 120 creates the database in an offlineprocess, such as a machine learning process (e.g., logistic regressionor decision tree analysis).

In some implementations, the data processing system 120 can generate ormaintain the optimum radii for a feature combination. In someimplementations, the data processing system 120 includes a machinelearning module such as a logistic regression module or decision treemodule. In some implementations, the feature generator 135 is configuredto perform the machine learning process. The machine learning module canbe designed and constructed to generate optimum radii based on featurevalues by correlated the presence of a feature of combination offeatures with an indication of interest and a corresponding distance. Inan illustrative implementation, the data processing system 120 maydetermine that presenting content items for Coffee Shop 1 (shown in FIG.2 ) is correlated with a click through rate of 0.1 (or 100 clicks per1000 impressions) when the content item is presented on a device that isless than R1 distance from the business location and the presentation ofthe content item is associated with feature values: F1) beverages, F2)New York City, F3) Walking, and F4) popularity 1 star. If theperformance metric threshold is 0.1, then the data processing system 120may determine that a content item for Coffee Shop 1 is not eligible fordisplay on device 110 of FIG. 2 because the distance D1 between device110 and Coffee Shop 1 is greater than radius threshold R1, asillustrated in FIG. 2 .

Inputs to the machine learning module may include historical searchquery logs and a list of features. The historical search query logs mayinclude impression records, sensor data, device location data, searchquery information, business location information, interest data,performance data, etc. Historical search query logs may include logs fora certain time interval (e.g., last 7 days, 30 days, or 60 days). Thehistorical search query logs may include information related to contentitem impressions (e.g., when a content item is presented for display ona device or otherwise presented via a device). The information mayinclude information related to a search query that resulted in thecontent item impression, sensor data associated with the device makingthe request for content, a business category/vertical, a businesslocation address, a distance between the device and the businesslocation, an indication as to whether a link for “directions to businesslocation” associated with the advertisement was selected via the device.

The historical search query logs may include indications of requests fordirections to a business location. In some implementations, the searchquery logs may include a distance between a device that indicated aninterest in a business location of a content item and the businesslocation. The data processing system 120 may use these distance valuesto generate a radius threshold. In some implementations, the dataprocessing system 120 may identify optimum radii based on a clickthrough rate or conversion rate correlated with distances and featurecombinations.

Additional input information to the machine learning module may includea predetermined list of features such as search query vertical,location, activity, popularity, time of day, weather, language, etc. Themachine learning module may use these inputs to generate scoresassociated with feature values. The scores may be indicative of alikelihood of interest when a content item request corresponds to afeature combination. In some implementations, the data processing systemcan determine an optimum radius for each feature combination based onthe machine learning module. In illustrative implementations, the dataprocessing system 120 can determine that a certain feature combinationcorresponds to a high click through rate or conversion rate for acertain radius. The data processing system may determine, for eachfeature combination, an optimum radius threshold based on thisperformance.

In some implementations, when generating the model, the data processingsystem can process the search history logs to determine a click throughrate or conversion rate in the presence of one or more features for agiven distance. The distance can be bucketized based on the availabledata (e.g., buckets of 0.1 mile, 0.05 mile, 0.25 mile, etc.).

In some implementations, when generating the model, the data processingsystem can weight each feature or feature combination. To weightfeatures, the data processing system can correlate the presence of afeature or feature combination with the presence of a click or otherindication of interest (e.g., a request for directions or a conversion).A weight can be assigned to a feature or feature combination based onthe correlation. The weight may indicate a probability that a click mayoccur in the presence of this feature or feature combination. Theweights can be a numerical value, letter, grade, symbol, etc. The weightcan include a range, such as 0 to 1, −1 to 1, 0 to 100, 1 to 100, or anyother range that facilitates the systems and methods of selectingcontent.

In some implementations, the data processing system 120 may determinethat a presence of a first feature is more highly correlated with apresence of a click, than the presence of a second feature. Inillustrative implementations, the data processing system 120 maydetermine that feature values corresponding to walking are highlycorrelated with indications of interest based on a certain distance,whereas feature values corresponding to a source of device location(e.g., GPS vs. cell phone triangulation) is not heavily correlated withindications of interest based on distance. Thus, the data processingsystem may apply a first weight to the feature value for walking, andapply a second weight to the feature value for source of device locationsuch that the feature value for walking plays a larger role indetermining the optimum radius.

The data processing system can store, in a data structure, a clickthrough rate corresponding to a feature or feature combination and adistance. The distance may include an average distance for all businesslocations associated with the same or similar feature values (e.g., all4 star business locations of a chain). In some implementations, wherethe distance is bucketized (e.g., 0.1 mile buckets), the data processingsystem may determine an average distance value for a bucket usingsamples in a bucket.

The data processing system 120 determines an optimum radius for afeature combination based on distance values associated with aperformance metric that satisfies a performance metric threshold. Insome implementations, the data processing system stores featurecombinations and corresponding distance values where the correspondingclick through rate (or other indication of interest) is above athreshold (e.g., a click through rate threshold based on a number ofclicks per thousand impressions, such as about 0.1, 0.2, 0.01, 0.02,0.03, 0.005, 0.05, or range from about 0.01 to about 0.5, etc.). In someimplementations, the click through rate threshold can be established byan administrator of the data processing system 120. In someimplementations, the click through rate threshold can be established viaa logistic regression an analyses to identify an optimal click throughrate threshold.

In some implementations, the data processing system 120 can determinethe optimum radius by analyzing the performance metric corresponding toa feature combination for multiple radii. The data processing system 120may identify a trend in the performance metric as the radii increases ordecreases, and select a radius threshold (or optimum radii) based onthis trend. In an illustrative implementation, the data processingsystem 120 may determine that the highest click through rate isassociated with a radius of R1, and that the click through rate changes(e.g., a percentage drop, a slope in a graph, or other statisticalvalue) when devices are further than R1 from the business location.Thus, in some implementations, the data processing system 120 may selectthe optimum radii for a combination of features by evaluating clickthrough rates associated with multiple distances. In someimplementations, radius thresholds can range from about 0.1 mile toabout 20 miles. In some implementations, radius threshold can range upto about 100 miles, or be based on geographic areas, regions, orboundaries (e.g., a radius threshold may include New York City).

During serving time, in some implementations, the data processing systemcan perform a lookup based on the given feature combination. In someimplementations, the data processing system may also perform the lookupbased on a desired click through rate threshold. The output may includea radius threshold. For a given set of features and a desired clickthrough rate or probability of click/conversion, the data processingsystem can selects or identify a radius threshold.

Thus, the data processing system can extract one or more features fromsearch query logs and correlate the features with indication of interest(e.g., requests for directions to business location associated with thecontent item). A machine learning mechanism of the data processingsystem 120 can predict the likelihood of interest in a business locationbased on these features and distance between a device and the businesslocation.

In the illustration shown in FIG. 2 , the data processing system 120 maydetermine that feature combination {F1_beverages, F2_New_York_City,F3_Walking, F4_4_star} is correlated with a satisfactory click throughrate up to a first distance, but that the click through rate drops belowa click through rate threshold above a second distance. The dataprocessing system may determine an optimum radius based on the first andsecond distances (e.g., the distance beyond which performance of contentitems associated with the feature combination falls below a performancethreshold).

FIG. 3 is an illustration of one implementation of a method of selectingcontent via a computer network. The method can be performed by a dataprocessing system having one or more processors. In brief overview, at305, the method includes the data processing system receiving a requestfor content and information related to a search query. At 310, themethod includes the data processing system receiving location data. Thedata processing system can identify content items associated withbusiness locations at 315. At 320, the method includes the dataprocessing system evaluating the received information, location data,and business location to generate feature values. At 325, the methodincludes the data processing system accessing a data structure storingoptimum radii corresponding to features. At 330, the method includes thedata processing system determining a radius threshold based on theoptimum radii. At 335, the method includes the data processing systemdetermining a distance value between the device and one or more businesslocation. At 340, the method includes the data processing systemidentifying eligible business locations having an associated distancevalue less than the radius threshold. At 345, the method includes thedata processing system selecting a content item associated with theeligible business location.

In further detail, at 305, the method includes the data processingsystem receiving a request for content and information related to asearch query. The data processing system may receive the request forcontent via an interface. The request for content may be for a contentitem to be displayed alongside search results provided by a searchengine. The data processing system may receive the request via aninterface. The request for content may include, be accompanied by, orotherwise associated with additional information to facilitate contentselection. In some implementations, upon receiving the request forcontent, the data processing system may request additional informationfor content selection. The data processing system may prompt a user of adevice for additional information, or request additional informationfrom an entity of the search engine, content provider, or contentpublisher.

In some implementations, the data processing system receives the requestfor content responsive to a search query input into a device. The searchquery may be input into an input text box or other graphical userinterface element associated with a website such as a search engine. Thedata processing system may receive the search query or keywords, terms,concepts, verticals, topics associated with the search query.

At 310, the method includes the data processing system receivinglocation data. The data processing system (e.g., via a locator) mayreceive location information indicative of a location of the device inwhich the search query was input. In some implementations, the methodincludes the data processing sending a request to the device forlocation data. In some implementations, the device transmits thelocation data along with the request, or based on another time interval.

The data processing system (e.g., via a content selector) can identifycontent items associated with business locations at 315. The method caninclude identifying a first set of content items based on informationassociated with the request for content. This first set of content itemscan be later filtered based on a radius threshold to identify aneligible content item.

The identified content items can include one or more business locations.In some implementations, each content item includes a business location.In some implementations, one or more content items may not include abusiness location, in which case the data processing system may notfilter the content item based on a radius threshold.

At 320, the method includes the data processing system evaluating thereceived information, location data, and business location to generatefeature values. The data processing system (e.g., via a featuregenerator) may determine feature values for each feature of apredetermined list of features. In some implementations, one or morefeature values may include a null value where the data processing systemdoes not have access to sufficient information or is otherwise unable toor prohibited from determining a feature value for a feature of thepredetermined list of features.

At 325, the method includes the data processing system (e.g., via afeature generator) accessing a data structure storing optimum radiicorresponding to features. The optimum radii may correspond to a featurecombination. In some implementations, a feature combination may includean optimum radius. In some implementations, the data processing systemmay perform a lookup into the data structure for the optimum radii. Insome implementations, the method includes identifying an optimum radiusfor each feature combination associated with the content request.

At 330, the method includes the data processing system determining aradius threshold based on the optimum radii. In some implementations,the data processing system may identify the optimum radii correspondingto each of the feature combinations associated with the request forcontent and first set of content items. The method may include the dataprocessing system determining a single radius threshold to use forfiltering the first sets of content items (e.g., by averaging theoptimum radii or taking a weighted average where the weights cancorrespond to weights determined by a machine learning module). In someimplementations, the method includes applying each of the optimum radiito a corresponding business location associated with the first set ofcontent items.

At 335, the method includes the data processing system (e.g., via alocator) determining a distance value between the device and one or morebusiness locations. In some implementations, the distance may representan absolute distance value between the device and the business location.In some implementations, the distance value may represent a driving,walking, biking, or public transportation distance. In someimplementations, rather than a distance value, the data processingsystem may utilize a travel time. The travel time may be for walking,driving, biking or public transportation. The travel time may be basedon current or predicted traffic information. For implementations inwhich the data processing system uses a travel time rather than adistance value, the data structure may include travel time thresholds inaddition to, or in place of, radius thresholds.

At 340, the method includes the data processing system identifyingeligible business locations having an associated distance value lessthan the radius threshold. Each business location may be associated witha respective radius threshold based on the feature combination. One ormore business locations may be associated with a same featurecombination, in which case the business location may be associated withthe same radius threshold. However, if a first business location iswithin the radius threshold, and the second business location is not, aneligible content item may only display the eligible business location.In some implementations, an eligible content may include multipleeligible business locations.

At 345, the method includes the data processing system selecting acontent item associated with or including information related to thebusiness location. The data processing system (e.g., via contentselector) may select the eligible content from the first set of contentitems that was initially identified based on the information related tothe search query. In some implementations, the content selectoridentifies the first set of content items using some or all of theinformation used to generate feature values. The first set of contentitems can then be filtered or otherwise processed to identify one ormore eligible business locations of the content items based on anoptimum radius threshold.

In some implementations, the method includes selecting a larger radiusthreshold for business locations that are more popular because a machinelearning module may determine that traveling long distances iscorrelated with visiting a popular location, as opposed to an unpopularlocation. In an illustrative implementation, a restaurant locationhaving a five star rating may be associated with a radius of 20 miles,whereas a restaurant location having a 2 star rating may be associatedwith a radius of 2 miles. The two restaurant locations may be similar inall other respects except for the popularity rating.

In some implementations, a first device may be associated with a deviceactivity of walking and a second device may be associated with a deviceactivity of driving. If all other feature values are similar, the dataprocessing system may determine that a radius threshold for a barbershop location may be 0.5 miles for the first device, while a radiusthreshold for the same barber location may be 5 miles for the seconddevice.

Thus, systems and methods of the present disclosure facilitatedynamically selecting a radius threshold based on a combination offeature values of a content request that are correlated withsatisfactory, high, or optimum performance (likelihood of interest,relevancy, click through rate or conversion rate).

FIG. 4 is a block diagram of a computing system 400 in accordance withan illustrative implementation. The computing system or computing device400 can be used to implement the system 100, content provider 125,device 110, content publisher 115, data processing system 120, interface130, feature generator 135, content selector 140, locator 145, andmachine learning module. The computing system 400 includes a bus 405 orother communication component for communicating information and aprocessor 410 or processing circuit coupled to the bus 405 forprocessing information. The computing system 400 can also include one ormore processors 410 or processing circuits coupled to the bus forprocessing information. The computing system 400 also includes mainmemory 415, such as a random access memory (RAM) or other dynamicstorage device, coupled to the bus 405 for storing information, andinstructions to be executed by the processor 410. Main memory 415 canalso be used for storing position information, temporary variables, orother intermediate information during execution of instructions by theprocessor 410. The computing system 400 may further include a read onlymemory (ROM) 420 or other static storage device coupled to the bus 405for storing static information and instructions for the processor 410. Astorage device 425, such as a solid state device, magnetic disk oroptical disk, is coupled to the bus 405 for persistently storinginformation and instructions.

The computing system 400 may be coupled via the bus 405 to a display435, such as a liquid crystal display, or active matrix display, fordisplaying information to a user. An input device 430, such as akeyboard including alphanumeric and other keys, may be coupled to thebus 405 for communicating information and command selections to theprocessor 410. In another implementation, the input device 430 has atouch screen display 435. The input device 430 can include a cursorcontrol, such as a mouse, a trackball, or cursor direction keys, forcommunicating direction information and command selections to theprocessor 410 and for controlling cursor movement on the display 435.

According to various implementations, the processes described herein canbe implemented by the computing system 400 in response to the processor410 executing an arrangement of instructions contained in main memory415. Such instructions can be read into main memory 415 from anothercomputer-readable medium, such as the storage device 425. Execution ofthe arrangement of instructions contained in main memory 415 causes thecomputing system 400 to perform the illustrative processes describedherein. One or more processors in a multi-processing arrangement mayalso be employed to execute the instructions contained in main memory415. In alternative implementations, hard-wired circuitry may be used inplace of or in combination with software instructions to effectillustrative implementations. Thus, implementations are not limited toany specific combination of hardware circuitry and software.

Although a computing system has been described in FIG. 4 ,implementations of the subject matter and the functional operationsdescribed in this specification can be implemented in other types ofdigital electronic circuitry, or in computer software, firmware, orhardware, including the structures disclosed in this specification andtheir structural equivalents, or in combinations of one or more of them.

Implementations of the subject matter and the operations described inthis specification can be implemented in digital electronic circuitry,or in computer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. The subject matter described inthis specification can be implemented as one or more computer programs,i.e., one or more circuits of computer program instructions, encoded onone or more computer storage media for execution by, or to control theoperation of, data processing apparatus. Alternatively or in addition,the program instructions can be encoded on an artificially generatedpropagated signal, e.g., a machine-generated electrical, optical, orelectromagnetic signal that is generated to encode information fortransmission to suitable receiver apparatus for execution by a dataprocessing apparatus. A computer storage medium can be, or be includedin, a computer-readable storage device, a computer-readable storagesubstrate, a random or serial access memory array or device, or acombination of one or more of them. Moreover, while a computer storagemedium is not a propagated signal, a computer storage medium can be asource or destination of computer program instructions encoded in anartificially generated propagated signal. The computer storage mediumcan also be, or be included in, one or more separate components or media(e.g., multiple CDs, disks, or other storage devices).

The operations described in this specification can be performed by adata processing apparatus on data stored on one or morecomputer-readable storage devices or received from other sources.

The term “data processing apparatus” or “computing device” encompassesvarious apparatuses, devices, and machines for processing data,including without limitation a programmable processor, a computer, asystem on a chip, or multiple ones, or combinations of the foregoing.The apparatus can include special purpose logic circuitry, e.g., an FPGA(field programmable gate array) or an ASIC (application specificintegrated circuit). The apparatus can also include, in addition tohardware, code that creates an execution environment for the computerprogram in question, e.g., code that constitutes processor firmware, aprotocol stack, a database management system, an operating system, across-platform runtime environment, a virtual machine, or a combinationof one or more of them. The apparatus and execution environment canrealize various different computing model infrastructures, such as webservices, distributed computing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a circuit, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more circuits,sub programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

Processors suitable for the execution of a computer program include,without limitation, both general and special purpose microprocessors,and any one or more processors of any kind of digital computer.Generally, a processor will receive instructions and data from a readonly memory or a random access memory or both. The essential elements ofa computer are a processor for performing actions in accordance withinstructions and one or more memory devices for storing instructions anddata. Generally, a computer will also include, or be operatively coupledto receive data from or transfer data to, or both, one or more massstorage devices for storing data, e.g., magnetic, magneto optical disks,or optical disks. However, a computer need not have such devices.Moreover, a computer can be embedded in another device, e.g., a mobiletelephone, a personal digital assistant (PDA), a mobile audio or videoplayer, a game console, a Global Positioning System (GPS) receiver, or aportable storage device (e.g., a universal serial bus (USB) flashdrive), to name just a few. Devices suitable for storing computerprogram instructions and data include all forms of non-volatile memory,media and memory devices, including without limitation semiconductormemory devices, e.g., EPROM, EEPROM, and flash memory devices; magneticdisks, e.g., internal hard disks or removable disks; magneto opticaldisks; and CD ROM and DVD-ROM disks. The processor and the memory can besupplemented by, or incorporated in, special purpose logic circuitry.

To provide for interaction with a user, implementations of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; in mostimplementations, feedback provided to the user can be any form ofsensory feedback, e.g., visual feedback, auditory feedback, or tactilefeedback; and input from the user can be received in any form, includingacoustic, speech, or tactile input.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular implementations of particularinventions. Certain features described in this specification in thecontext of separate implementations can also be implemented incombination in a single implementation. Conversely, various featuresdescribed in the context of a single implementation can also beimplemented in multiple implementations separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated in a single software product or packagedinto multiple software products.

References to “or” may be construed as inclusive so that any termsdescribed using “or” may indicate any of a single, more than one, andall of the described terms.

As used herein in the specification and in the claims, the phrase “atleast one,” in reference to a list of one or more elements, should beunderstood to mean at least one element selected from any one or more ofthe elements in the list of elements, but not necessarily including atleast one of each and every element specifically listed within the listof elements and not excluding any combinations of elements in the listof elements. This definition also allows that elements may optionally bepresent other than the elements specifically identified within the listof elements to which the phrase “at least one” refers, whether relatedor unrelated to those elements specifically identified. Thus, “at leastone of A and B” (or, equivalently, “at least one of A or B,” or,equivalently “at least one of A and/or B”) can refer, in oneimplementation, to at least one, optionally including more than one, A,with no B present (and optionally including elements other than B); inanother implementation, to at least one, optionally including more thanone, B, with no A present (and optionally including elements other thanA); in yet another implementation, to at least one, optionally includingmore than one, A, and at least one, optionally including more than one,B (and optionally including other elements); etc.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

What is claimed is:
 1. A method of selecting content for a computingdevice, comprising: receiving, by one or more processors of a dataprocessing system from a client computing device, location data of theclient computing device; identifying, by the data processing system, oneor more commercial entities around the location of the client computingdevice; identifying, by the data processing system, for each of the oneor more commercial entities, a radius threshold, wherein the radiusthreshold corresponds to the commercial entity, and the radius thresholdis centered at and surrounding a store location of the commercialentity; determining, by the data processing system, that the clientcomputing device is within the area spanned by the radius thresholdcorresponding to a first entity of the one or more commercial entities;and transmitting, by the data processing system, responsive to thedetermination, to the client computing device, an item of contentassociated with the first entity.
 2. The method of claim 1, whereinidentifying the one or more commercial entities around the location ofthe client computing device further comprises: identifying, by the dataprocessing system, using the location of the client computing device,the one or more commercial entities located within a geographic locationassociated with the client computing device, the geographic locationdefined by at least one of latitude and longitude coordinates, country,state, city, county, or zip code associated with the client computingdevice.
 3. The method of claim 2, wherein the radius thresholdcorresponding to the first entity is surrounding a predeterminedlocation within the geographic location associated with the clientcomputing device.
 4. The method of claim 1, wherein the one or morecommercial entities are within a circular distance from the location ofthe client computing device, wherein the radius threshold is identifiedfrom a list of radius thresholds stored in a data structure, and whereinthe method further comprises: identifying, by the data processingsystem, the one or more commercial entities around the location of theclient computing device based on historical location data of the clientcomputing device; and identifying, by the data processing system,responsive to identifying the one or more commercial entities, theradius threshold corresponding to the first entity from the list ofradius thresholds based on the historical location data of the clientcomputing device.
 5. The method of claim 1, wherein the distance betweenthe client computing device and the first entity is a first distance,and wherein the method further comprises: determining, by the dataprocessing system, that a second distance between the client computingdevice and a second entity of the one or more commercial entities isgreater than the radius threshold corresponding to the second entity;and identifying, by the data processing system, responsive todetermining that the second distance is greater than the radiusthreshold, the second entity as ineligible.
 6. The method of claim 1,wherein each of the one or more commercial entities is associated withone or more candidate items of content, and wherein the method furthercomprises: selecting, by the data processing system, the item of contentfrom one or more candidate content items associated with the firstentity based on at least one of the location data, search query data, orconversion data of the client computing device; and transmitting, by thedata processing system, to the client computing device, the selecteditem of content.
 7. The method of claim 1, wherein the data processingsystem receives the location data of the client computing deviceperiodically once per predetermined time interval, and wherein themethod further comprises: determining, by the data processing system,responsive to the predetermined time interval, that the distance betweenthe client computing device and the first entity of the one or morecommercial entities is less than the radius threshold corresponding tothe first entity.
 8. The method of claim 1, wherein the radius thresholdfor each of the one or more commercial entities is configured by anadministrator for a content provider associated with the correspondingentity.
 9. The method of claim 1, further comprising: receiving, by thedata processing system, from the client computing device, an entityidentifier of each of the one or more commercial entities around thelocation of the client computing device; determining, by the dataprocessing system, a location of each of the one or more commercialentities corresponding to the entity identifier; and identifying, by thedata processing system, the one or more commercial entities around thelocation of the client computing device based on the identity identifierof each of the one or more commercial entities.
 10. The method of claim1, wherein the item of content comprises at least one of an address ofthe commercial entity, a phone number of the commercial entity, or alink to directions to the commercial entity.
 11. A system for selectingcontent for a computing device, comprising: a data processing systemcomprising one or more processors, and a network interface incommunication with a client computing device; wherein the one or moreprocessors are configured to: receive, via the network interface fromthe client computing device, location data of the client computingdevice, identify one or more commercial entities around the location ofthe client computing device, identify, by the data processing system,for each of the one or more commercial entities, a radius threshold,wherein the radius threshold corresponds to the commercial entity, andthe radius threshold is centered at and surrounding a store location ofthe commercial entity; determine, by the data processing system, thatthe client computing device is within the area spanned by the radiusthreshold corresponding to a first entity of the one or more commercialentities; and transmit, responsive to the determination, to the clientcomputing device, an item of content associated with the first entity.12. The system of claim 11, wherein to identify the one or morecommercial entities around the location of the client computing device,the data processing system is configured to: identify, using thelocation of the client computing device, the one or more commercialentities located within a geographic location associated with the clientcomputing device, the geographic location defined by at least one oflatitude and longitude coordinates, country, state, city, county, or zipcode associated with the client computing device.
 13. The system ofclaim 12, wherein the radius threshold corresponding to the first entityis surrounding a predetermined location within the geographic locationassociated with the client computing device.
 14. The system of claim 11,wherein the one or more commercial entities are within a circulardistance from the location of the client computing device, wherein theradius threshold is identified from a list of radius thresholds storedin a data structure, and wherein the data processing system isconfigured to: identify the one or more commercial entities around thelocation of the client computing device based on historical locationdata of the client computing device, and identify, responsive toidentifying the one or more commercial entities, the radius thresholdcorresponding to the first entity from the list of radius thresholdsbased on the historical location data of the client computing device.15. The system of claim 11, wherein the distance between the clientcomputing device and the first entity is a first distance, and whereinthe data processing system is configured to: determine that a seconddistance between the client computing device and a second entity of theone or more commercial entities is greater than the radius thresholdcorresponding to the second entity, and identify, responsive todetermining that the second distance is greater than the radiusthreshold, the second entity as ineligible.
 16. The system of claim 11,wherein each of the one or more commercial entities is associated withone or more candidate items of content, and wherein the data processingsystem is configured to: select the item of content from one or morecandidate content items associated with the first entity based on atleast one of the location data, search query data, or conversion data ofthe client computing device, and transmit, to the client computingdevice, the selected item of content.
 17. The system of claim 11,wherein the data processing system receives the location data of theclient computing device periodically once per predetermined timeinterval, and wherein the data processing system is configured to:determine, responsive to the predetermined time interval, that thedistance between the client computing device and the first entity of theone or more commercial entities is less than the radius thresholdcorresponding to the first entity.
 18. The system of claim 11, whereinthe radius threshold for each of the one or more commercial entities isconfigured by an administrator for a content provider associated withthe corresponding entity.
 19. The system of claim 11, wherein the dataprocessing system is configured to: receive, from the client computingdevice, an entity identifier of each of the one or more commercialentities around the location of the client computing device, determine alocation of each of the one or more commercial entities corresponding tothe entity identifier, and identify the one or more commercial entitiesaround the location of the client computing device based on the identityidentifier of each of the one or more commercial entities.
 20. Thesystem of claim 11, wherein the item of content comprises at least oneof an address of the commercial entity, a phone number of the commercialentity, or a link to directions to the commercial entity.